Concept Of Brand Personality Research Articles

Politisi dengan tingkat elektabilitas rendah dan strategi branding politik: analisis multimodalitas akun instagram puan maharani

Politicians potentially nominated by political party as a candidate for running in the elections commonly expected to get endorsement from a substantial number of electoral markets. Only few of them have a chance to do so however. In consideration of this, most of these politicians select and use particular semiotics codes strategically as an element to establish political branding strategy they carry out through media platforms, including social media. Having adopted Aaker’s (1997) concept of brand personality, this article examines how did Puan Maharani exploit semiotic code resources communicated through his Instagram account (@puanmaharaniri) as a political branding strategy. 3 materials posted in his Instagram account with high level engagement were selected, extracted and analyzed using multimodal analysis. The findings are follows. Puan deployed various kinds of semiotic code resources strategically. This includes strategic selection of represented participants, gestures, image composition, clothing colors, and hair styling. She kept exploiting all dimensions of brand personality, as posited by Aaker (1997), but she highlighted following three dimensions of this brand personality, which are competence, sophistication, and ruggedness much more and did it consistently. Political branding strategy she carried out was directed to create her personal political image as a populist politician; though this image belongs to her toughest rival from the party she associated with, which is Ganjar Pranowo

The university brand as a factor in attracting applicants

Introduction. Today, the competition in educational market is increasing. A wide range of online courses with a simultaneous tendency decrease the interest of school­children in higher education. This aggravates the competition of universities for the attraction of talented applicants. One of the factors, allowing the university to get an advantage when a student chooses a place of study is a recognisable brand, which includes a certain set of asso­ciations and characteristics perceived by the students, defined as a brand personality.Aim. The present research aims to identify the factors of the brand personality of Rus­sian universities and to develop a brand personality model as a tool for its evaluation.Methodology and research methods. The research was conducted among students and their parents; 414 people took part at different research stages. A free association test was used to determine a set of characteristics describing the brand personality of Russian universities. Using the results, a list of 22 traits describing the university as a “person” was generated through comparative and content analysis. The development of the brand personality model of Russian universities was carried out on the basis of mathematical and statistical methods.Results. The effectiveness of the developed model for assessing the brand personality of Russian universities, which can be used to attract applicants, has been proved using the meth­ods of mathematical statistics. The methodology for assessing brand individuality was adapted on the example of a pedagogical university. This methodology is a tool for assessing brand personality, which allows comparing, and classifying different universities and getting feedback on the university brand perception by potential applicants. The paper shows the difference of traits characterising Russian and foreign universities. The differences between these groups in the perception of brand personality have been highlighted based on the comparison of stu­dents’ and their parents’ brand perception. It is proved that the concept of brand personality can significantly supplement the official measured parameters of university brand success. It is shown that the developed model can be used for communication with applicants, it allows to see the differences of one university from another, translates the values of the university, forms its vision of the target audience.Scientific novelty. The scientific novelty of the study is in the fact that the difference in the applicants' and parents' perceptions of the characteristics of Russian universities in comparison with foreign universities is confirmed. The brand personality model of Russian universities has 20 characteristics united in 4 factors: serious, kind, young, and bright. The developed model allowed the authors to compare and classify universities.Practical significance. The developed model of the brand personality of Russian univer­sities and the adapted methodology of its assessment can be used by universities to obtain feedback, to compare the characteristics of the brand by its developers and features of its perception by the target audience, as well as to compare themselves with competitors. This, in turn, will make it possible to develop marketing strategy for attracting talented applicants.

A conceptual review of the literature on brand personality

The purpose of this study is to contribute to the knowledge of the systematization of the concept of brand personality by exploring examples of its main research via a review of the literature. We conceptually analyze the brand personality construct and review the extant findings regarding it using the antecedents, consequences and moderators identified by Eisend & Stokburger-Sauer (2013) as our methodological framework.Throughout this work, we provide a series of proposals that pose questions that merit review and exploration. Additionally, we identify some antecedents that point to emerging areas of research, and we posit that these will receive important development in the near future.Recently, the concept of brand personality has become increasingly important via greater theoretical and practical development. This situation constitutes a natural response to the social and technological trends that are taking consumer relationships to a new level. Accordingly, our findings underscore the elements that comprise a favorable context for generating brand personality and highlight its consequences and its impacts.

Customer Brand Personality, Dining Experience, and Satisfaction at Luxury Hotel Restaurants

The study’s primary purpose is to investigate customer brand personality’s effect on their dining experience and satisfaction at luxury hotel restaurants in Malaysia. Also, this study tests the mediation effect of dining experience on the brand personality and satisfaction interrelationship. A structured survey gathered empirical data from 482 luxury hotel restaurant customers. The AMOS software evaluated the research model using structural equation modelling (SEM). This study verifies that customer brand personality positively and significantly affects their dining experience and eventually influences their satisfaction with the luxury hotel restaurant services. The study findings suggest that dining experience significantly mediates the relationship between customer brand personality and satisfaction. As the brand personality concept has received considerable attention within the current business realm, these results are interesting for restaurant managers and business owners. Besides enriching the literature, this study provides essential theoretical and practical significance for restaurant owners to gain a competitive advantage through dining experience and customer brand personality characteristics.

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Abstract With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.

The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty

Research Question: The goal of this research is to describe how the concept of brand personality and its dimensions affect customer satisfaction and loyalty. Motivation: Creating brand personality is an efficient differentiation strategy, used by numerous companies for building and sustaining competitive advantage. Brands with personality are considered as real people and can be described using human characteristics. Therefore, consumers can establish connection with them more easily, which increases customer satisfaction and brand loyalty. Idea: The main idea of this paper was to empirically evaluate the relationship between the concept of brand personality and its dimensions and customer satisfaction and loyalty. Data: The information for this purpose was gathered through a survey that included 191 participants. Tools: Collected data were statistically analyzed using descriptive statistics, reliability and regression analyses in order to test the hypothesis. Findings: The results have proved that the brand personality plays a significant part in building satisfaction and loyalty. Furthermore, results indicate a significant positive relationship between all five brand personality dimensions and satisfaction on loyalty, with excitement and competency as dominant. Contribution: This paper provides new insights significant for the Serbian-speaking audience and is genuinely useful since it stresses the importance of brand personification and its influence on success. Therefore, it can be used by brand managers to aid the process of establishing and sustaining strong brands.

The Effectiveness of Brand Personality & Affective Commitment in Capturing Brand Loyalty: A Study of Retailers in UK

Marketing research theorists have concentrated their focus in studying the emblematic meaning consumers attach to certain brands. One such concept is brand personality. The brand personality scale proposed by Aaker is popular tool for the measurement of different product categories however, its application on retailers has been a rarity. Moreover, researchers have also called for adopting a multi-dimensional approach towards the study of brand loyalty which includes loyalty dimensions of both behavioral and attitudinal loyalty in conjunction with the brand personality concept. The specific objective of this study is to assess the effectiveness brand personality in capturing consumers’ loyalty towards a retailer. Stratified random sampling was applied for gathering the data from 120 consumers belonging to the three retailers in UK. The results showed a direct influence of brand personality on dimensions of loyalty. In addition, the three retailers were found to have different brand personality dimensions. The study suggests that managers should work towards building a retail brand personality to influence the loyalty of consumers. The scope of this study can be further widened by investigating ways of building a brand personality for retailers. The results of this study have contributed to the area of retail branding in a way that this research is performed in a different setting.

Corporate Social Responsibility Management (CSRM) With Islamic Philanthropy Concept For Enhancing Mudarabah Family Takaful Model In Malaysia

The purpose of this study is to explore the opportunities of integrating Islamic Philanthropy and Corporate Social Responsibility Management (CSRM) with Brand Personality concept for enhancing Mudarabah Family Takaful Model. The application of CSRM with the best practice in Islamic Philanthropy has been circulating in recent years. Since Takaful services are only provided to those, who have affordability with a good health condition. But supposedly those have inadequate and suffering from a variety of chronic illnesses, and health problems need more medical and health services. The current practice of this study is to review a practical approach in establishing Islamic Philanthropy and Social Responsibility Concept to Enhance Mudarabah Family Takaful Model in Malaysia. This study is called upon to examine how these marginalized groups can enjoy the same facilities as those who are qualified to get the services and benefits of the Takaful. The CSR Theories refer to the implementation of this model in Malaysian Takaful Industry. It is used to establish the conceptual framework of this study. Theoretically, the current study is perhaps one of the first to explore Islamic Philanthropy and Social Responsibility concept to improve the Mudarabah Family Takaful Model. Practically the study proposes to develop a new model and plan based on the dimensions of the Halal brand personality concept of Purity, Secure, Quality, Beneficial and Religious Compliance for beneficial to all people in Malaysia.

Investigating University Characteristics on Personality Traits

Objective - This study aims to extend the brand personality concept by applying this concept to the organization, i.e., the university. Methodology/Technique – A questionnaire was designed based on Aaker (1997)’s 5 dimensions of brand personality scale to collect the data. 400 Thai undergraduate students of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in this study. Participants were first informed of the study description and instructed to think of a university as if it were a person and to rate on a five-point scale (1 = not at all descriptive, 5 = extremely descriptive). In the data analysis, descriptive statistics (mean and standard deviation) and exploratory factor analysis (EFA) were used. Finding – The results from the exploratory factor analysis (EFA) with a varimax rotation showed 5 factors of university personality. Factor 1 represents competence dimension having 10 items (successful, leader, technical, corporate, cool, hardworking, secure, spirited, confident and reliable). Factor 2 represents sophistication dimension which had 4 items (glamorous, good looking, smooth and upper class). Factor 3 represents ruggedness dimension which had 5 items (western, tough, masculine, rugged and outdoorsy). Factor 4 represents sincerity dimension which had 2 items (honest and sincere). The last factor was excitement dimension which had only 1 item, imaginative. Furthermore, according to student perspective, the majority of university personality dimensions of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus was ruggedness dimension. Novelty – Research examining the dimensions of organization personality is still scant. To fill the gap, the current study was conducted to demonstrate how the brand personality concept was applicable when the organization was viewed as a brand. Therefore, it is a preliminary step toward such direction to extend and apply the brand personality concept to a new different area. Type of Paper: Empirical. JEL Classification: M10, M19. Keywords: University Personality; University Characteristics; Personality Traits; Brand Personality Concept. Reference to this paper should be made as follows: Sripongpun, K; Saksamrit, N; Intarawong, W; Ayudhya, P.S.N. (2021). Investigating University Characteristics on Personality Traits, GATR Global J. Bus. Soc. Sci. Review, 9(1): 58 – 64. https://doi.org/10.35609/gjbssr.2021.9.1(7)

All aboard Belfast’s ‘brandwagon’: from ‘pariah city’ to ‘energised city’

The concept of brand personality is increasingly applied to the contemporary city. During the ‘Troubles’, Belfast - as a ‘pariah city’ - was contaminated with a sclerotic image. Recently it has been rebranded as a ‘post-conflict’ and ‘energised’ city. This paper reveals the significant image transformation in Belfast and its recent engagement with city brand personality. Despite significant progress on destination personality and brand identity, problems remain with regard to brand image and Belfast’s contested past. In addressing the important temporal dimension, this paper adds valuable new insights into our knowledge of city brand personality.

Enhancing Brand Awareness Via Halal Brand Personality

This paper develops a multi-disciplinary measure of the Halal brand personally construct by means of literature review. This study explains that Halal brand personality involves (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of Halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the extraction of the five factors that contribute to the Halal brand personality is being regarded to be an assurance for halal products and services. It symbolizes the value that are not just for Muslims, but for non-Muslims as well.

Developing the Organizational Strategy: A study of University Personality

Nowadays, the competition can occur in various fields even in the educational institution (Judson et al., 2009). Many universities have adjusted and prepared their organizational image to encounter the radical change. (Lee et al, 2008). In order to differentiate themselves from the competitors, they decided to spend a budget to improve and develop their organizational image (Palacio, Meneses and Perez, 2002). Brand personality concept, one of the important dimension of brand image (Plummer, 1985), is an useful element which universities can apply it to make their brand distinctive (Watkins and Gonzenbach, 2013). Although brand personality concept has received increasing attention among researchers (SHYLE and HYSI, 2013), the research that examine how the brand personality concept can be applicable when the organization is used as a brand is insufficient. To fill this gap, Kasetsart University Chalermphrakiat Sakonnakhon Province Campus, Thailand (the fourth campus of Kasetsart University, Thailand and it was established to response government's policy in distribute education opportunities into the Northeast of Thailand) was selected to uncover how Aaker (1997)'s five dimensions of brand personality are applicable for an organization as a brand. Keywords: University Personality; Organizational Strategy; Personality

The Role of Brand Personality on Consumer Behavior and Branding Challenges in Asia

Nowadays, the concept of brand personality has been considered by researchers due to the increasing competition of institutions and companies in meeting the needs and expectations of consumers. Brand personality is all of the human traits that we attribute to brands and it is the central core in customer buying decision, so consumer personality is one of the factors affecting in formation of brand personality. Brands are considered as intangible assets. Institutions and companies that activate in underdeveloped countries and don't have national brand, face with challenges for branding and they can pay special attention to the concept of brand personality for developing brand and strategy of creating a national brand, because a positive national brand provides a competitive advantage and in better word, a competitive identity for a country. This article examines particularly the concept of brand personality and consumer behavior generally and the role of brand personality on consumer behavior and the challenges of branding in Asia.

Time to retire the concept of brand personality? Extending the critique and introducing a new framework

AbstractIn consumer behaviour literature, there is a growing concern about the construct validity of brand personality. We extend this critique and introduce a new approach for the conceptualisation and measurement of human brand associations (HBA). A qualitative study of free associations to six brands in different categories and cultures reveals that brand personality traits, as defined in the literature, are practically non‐existent in real associative networks for brands. The responses are, however, in line with the new HBA framework. The findings suggest that consumer researchers should retire the concept of brand personality and use the new approach instead.

Determining the antecedents and consequences of the airline brand personality

Purpose: This study investigates air passengers’ perceptions of the brand personalities of airlines and explores the relationships between the brand personality and its antecedent factor, the country-of-origin of the airlines, and the consequent factor which is the purchase intentions to the corresponding airlines.Design/methodology/approach: The study uses a questionnaire survey containing air passengers’ trip characteristics and demographics and three main scales: country-of-origin, brand personality, and purchase intentions to collect the data of 490 respondents flying from Kaohsiung to Macao. The passengers are from three types of airlines: an international airline with a global network, a regional airline, and a low-cost carrier. The analysis of variance (ANOVA) was conducted to investigate the differences in the perceptions of brand personalities of airlines and several models were developed to determine the antecedent and the consequent factors of airline brand personality.Findings: The air passengers’ perceptions regarding the brand personalities of different types of airlines were significantly different. The country-of-origin of airlines was proved as a significant factor for the brand personality. The brand personality also significantly influenced passengers’ loyalty to the corresponding airlines. Moreover, some demographic and trip characteristics such as personal monthly income, memberships in the airline’s frequent flyer program, and experiences with the airlines were also determined as the significant variables to impact passengers’ loyalties.Originality/value: The concept of brand personality has been explored by various researches but few related to airline management and identified as a key element to brand marketing. Particularly, low-cost carriers always implement different marketing strategies to create a distinctive position in their target customers’ mind and legacy airlines are also doing different things to retain their customers. Therefore, investigating passengers’ perceptions of airlines from the perspective of brand personality is also an important issue for airline management. Not only does this study prove the differences in passengers’ cognitions of brand personalities of a global network airline, a regional network airline, and a low-cost airline but conclude the determinants and influences of the brand personality.

Examining the relationships between political advertisements, party brand personality, voter satisfaction and party loyalty

PurposeAlthough the concept of political party brand personality has received substantial recognition in the political marketing literature, however, no study as yet has contributed in identifying a causal relationship between the party brand personality and voter behaviour. Therefore, this paper aims to address this gap in the academic literature by determining the relationship between the multifaceted advertising-brand personality-satisfaction-loyalty constructs in political context.Design/methodology/approachThe sample for the study consisting of 930 responses was drawn from the major cities of Punjab state in India through multistage stratified random sampling. AMOS-based structural equation modelling was used to test the proposed model.FindingsResults revealed that voters’ attitude towards political advertisements had a significant effect on their satisfaction and loyalty when brand personality had a mediating role in this effect. Additionally, the influence of party brand personality on satisfaction and loyalty of voters was different for the selected four political parties.Practical implicationsThe study carries strong implications for the political parties and the political marketers to develop pertinent marketing and communication strategies that are consistent with their personality traits, with an endeavour to enhance the satisfaction and loyalty of voters.Originality/valueThe most imperative discovery of this study is to determine the mediating role of party brand personality on relationship between political advertisements, voter satisfaction and party loyalty. Such a study of an emerging economy contributes significantly to the marketing theory and practice owing to the diversity and fragmentation across India with respect to religion, caste, creed and race of voters.

The application of brand personality concept to the city context in Thailand

Employees are important assets of an organization in the current knowledge economy. Thus, the issue on their behavior should be more emphasized and discussed. This study researches how self-exploration/self-exploitation comes into being and their follow-up effect based on the exploration/exploitation in organization. The former discusses the effect of self-exploration/self-exploitation due to personality traits and organizational structure, the results of which were then used to discuss whether organizational structure would affect expatriates' adjustment to foreign assignment. We used multiple regression analysis to test the relationship between self-exploration/selfexploitation, personality traits, organizational structure and expatriates' adjustment to foreign assignment. Additionally, the mediation effect of self-exploration on the relationship between personality traits and expatriates’ adjustment to foreign assignment was studied. Through this empirical research, we provide insights into human resource management and future research.

Building a sponsor’s equity through brand personality: perceptions of fans and rivals

PurposeThe purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals).Design/methodology/approachThe sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses.FindingsResults provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants.Research limitations/implicationsThe timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered.Practical implicationsThe study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees.Originality/valueThis is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

What Factors Direct the Customers’ Intention of Purchasing Branded Apparel; An Investigation in the Western Province in Sri Lanka

More or less, the brand is a key factor in different industries. The concept of brand personality as a human related component of the brand is pivotal in making the consumer purchase intention favorable towards a particular brand of a product. In the recent past, it can be seen a greater tendency of people throughout the world for more concerning the green concept in industries due to the grown consciousness for environmental protection. This tendency is gradually being extended even towards customer behavior. This study tested a model which couples brand personality and eco consciousness of consumers as independent variables and consumer purchase intention as the dependent variable. The model was tested in the branded apparel industry, since the brand name is a critical success factor in this industry. The objectives of the study were to investigate the magnitude of effect of brand personality and eco consciousness on consumers’ purchase intention of branded apparels. The model was tested among randomly selected sample of 200 apparel consumers in western province by using correlation and multiple regression analysis. It was based on a comprehensive literature review and the research was designed as a survey by collecting data from the sample using a standard questionnaire The results revealed that both brand personality and eco consciousness has significant positive impacts on consumer’s purchase intention. The findings imply that the consumers have more concern whether the apparel manufactures comply with eco friendliness when they make their purchasing decisions. The effect of brand personality proves that it is also a significant factor in making consumers purchasing decision on branded apparels. However, when the findings are compared with previous studies in the world, obviously, the effect of two independent variables on purchasing intention remains lower than the consumers in other western countries. It gives a signal for Sri Lankan apparel manufactures for being proactive by preparing their manufacturing processes to comply with eco friendliness since this lower level of impact may become gradually stronger in line with global consumer behavior. Moreover, they should make stronger the brand personality component by targeting the characteristics of their market segment/s into consideration. It is proposed for the future researchers to pay more attention specially on eco consciousness of Sri Lankan consumers since the significance of the effect of the variable on consumer purchasing behavior are to be reconfirmed.

Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry

PurposeThe purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online banking, thus extending existing brand personality research. In addition, it examines the relationship between CBVBP with customer satisfaction and brand loyalty.Design/methodology/approachA survey method was employed and data were collected from 219 online banking users in Malaysia. A series of hypotheses were tested using both multiple and hierarchical regression analyses to determine the direct and mediating effects of CBVBP, customer satisfaction and brand loyalty.FindingsThe dimensions that comprise CBVBP are found to include Excitement, Sophistication and Competence. These dimensions help online bankers to strategise, communicate and position their online banking sites better in order to compete against other online banking services. The study confirmed positive relationships between CBVBP, customer satisfaction and brand loyalty. Specifically, in the online banking context, customer satisfaction partially mediates the relationship between CBVBP and brand loyalty, extending the current understanding of online branding, consumer satisfaction and brand loyalty.Originality/valueThe major contribution of this study lies in the development of the CBVBP concept and to study its direct and mediating effects with customer satisfaction and brand loyalty. The study emphasises the importance of measuring the virtual brand personality traits as part of an overall online banking brand strategy in the virtual environment in order to better understand how to position against competitors.